Burger King Corp., Miami, is on board for a massive promotional push behind the December release of New Line CinemaÕs “Lord of the Rings.” The Los Angeles-based studio calls it “the single largest promotional arrangement New Line has ever reached with a strategic partner.”
Set for 10,000-plus restaurants worldwide, the promo may expand beyond the window of the theatrical release. Neither side will discuss details of the fourth-quarter push, citing the secrecy surrounding the film itself. BKÕs only move so far is to put a link to lordoftherings.com on its own site.
“The literary significance of this property, coupled with its superior entertainment value and tremendous built-in fan base, make it a smart fit for our global brand,” says BK vp-U.S. marketing Richard Taylor.
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